saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by, a serial acquirer of B2B SaaS companies.

In episode #28, Anna Nadeina talks with Gil, Founder and CEO of Metadata, a B2B marketing platform designed to make marketing strategies more efficient and effective.


Validating the Idea and Acquiring First Customers

In the landscape of SaaS, pricing strategies and customer service are two critical elements that can make or break a company’s success. Gil Allouche, the founder and CEO of, a B2B marketing platform, has navigated these challenges with remarkable insight and innovation. 

The Problem Metadata Solves was founded to address a pressing problem in the B2B marketing space – the inefficiency and ineffectiveness of traditional marketing strategies. Gil recognized that marketers were struggling to make informed decisions and optimize their campaigns, often relying on gut instinct rather than data-driven insights. was designed to change this, providing a platform that empowers marketers to make more strategic and effective decisions.

Validating the Idea and Acquiring First Customers

When it came to validating his idea and acquiring the first customers, Gil took a methodical approach. He began by conducting extensive market research, identifying the pain points of his target audience, and crafting a solution that addressed their needs. This process involved speaking with potential customers, gathering feedback, and iterating on the product until it resonated with the market.

To acquire those critical first customers, Gil leveraged his personal network and industry connections, reaching out to individuals and organizations that could benefit from’s capabilities. He also employed a strategic outreach campaign, leveraging social media, content marketing, and targeted advertising to raise awareness and generate leads.

Killing Customer Success and Introducing Marketing Services

As continued to grow, Gil made a bold decision that challenged the traditional SaaS model – he “killed” the company’s customer success team. This move was driven by Gil’s belief that the traditional customer success approach was not optimized for’s business model and customer needs.

Instead, Gil introduced a new concept – marketing services. By offering a suite of marketing services tailored to the needs of’s customers, the company was able to provide a more comprehensive and value-driven solution. This shift not only improved customer satisfaction but also allowed to generate additional revenue streams and strengthen its position in the market.

Building with an Exit in Mind

Throughout’s journey, Gil has maintained a strategic focus on building the company with a potential exit in mind. This mindset has influenced various aspects of the business, from the pricing model to the team’s culture and hiring practices.

Gil recognized the importance of creating a scalable and attractive business model that would appeal to potential acquirers. By carefully considering factors such as recurring revenue, customer retention, and growth potential, he has positioned as an appealing acquisition target for larger players in the industry.

The Importance of Cultural Fit in Hiring

As has grown, Gil has become serious about hiring people who not only possess the necessary skills but also align with the company’s culture and values. He understands that cultural fit is a crucial factor in building a cohesive and high-performing team, one that can effectively execute the company’s vision and deliver exceptional value to customers.

Gil’s approach to hiring goes beyond technical competence; he also evaluates candidates’ attitudes, problem-solving abilities, and overall alignment with’s mission. This focus on cultural fit has enabled the company to maintain a strong, collaborative, and adaptable team, which has been instrumental in navigating the challenges and opportunities that arise in the SaaS landscape.

Lessons Learned and Personal Growth

Throughout his journey as the founder and CEO of, Gil has gained invaluable insights and experienced significant personal growth. He has learned the importance of adaptability, the power of data-driven decision-making, and the critical role that culture plays in the success of a SaaS business.

One of the key lessons Gil has learned is the need to be open to change and willing to challenge the status quo. His decision to “kill” the customer success team and introduce marketing services is a prime example of this mindset. By being willing to think outside the box and make bold moves, Gil has been able to drive innovation and better serve’s customers.

Additionally, Gil has recognized the importance of continuous learning and personal development. As the leader of a rapidly growing SaaS company, he has embraced the opportunity to expand his knowledge, focus, and adapt his leadership approach to the evolving needs of the business and the market.


Head of Growth,